Korean Sun Shading Insights

Get ready to explore the vibrant world of sun shading innovation at R+T Asia! Among the diverse array of international exhibitors, Korean companies stand out as leaders in bringing their newest developments to the forefront.

To provide you with a glimpse into the dynamic Korean market, we had the privilege of interviewing Sara Kwon, President of the Korean Solar Shading Industry Association (KSSIA). Sara shared insights on KSSIA's main activities and initiatives, strategies for collaboration and innovation, advantages of the Korean supply market, defining characteristics of products labeled "Made in Korea," market adaptation strategies, and the industry's pivotal role in the green transition.

DK: Could you please introduce your association, providing an overview of who you are, what your mission and goals are, and who your associates are?

SK: The Korea Solar Shading Industry Association is dedicated to several key missions and goals. Firstly, we focus on activating technological exchanges and fostering cooperation among our members. Additionally, we engage in joint development and research initiatives aimed at advancing related technologies in our industry. Another important aspect of our mission is to propose and advocate for policy directions that support national development in energy-related sectors.

Furthermore, we facilitate cooperation among our members for activities such as cross-border sales channels, joint leasing, and joint purchasing endeavors. We also undertake joint promotion and sales initiatives, conduct data research, and address industry challenges to enhance our collective standing.

Moreover, our association provides support for company establishment and offers training programs to develop skilled professionals within the awning industry. We are committed to industrial safety through in-industry education projects and strive to ensure consumer protection and the quality improvement of industrial products.

In terms of our membership, we have around 2,500 Korean awning manufacturers who are basic members. They actively participate by sharing manufacturing insights and technologies with the association, contributing to the development of necessary materials and technologies. Additionally, we have approximately 12,000 retailers who collaborate with us as associate members. They engage in information exchange regarding sales services and marketing strategies, fostering a robust network within the industry.

DK: What are the main activities and initiatives that your association undertakes to support and promote the interests of Korean manufacturers in the sun shading industry?

SK: Our association is deeply committed to supporting and advancing the interests of Korean manufacturers in the sun shading industry through various activities and initiatives:

Firstly, we prioritize promoting collaboration and fostering innovation among manufacturers to enhance the overall competitiveness of the industry.

We are currently working on setting up awning product standards to ensure quality and consistency across the board. Additionally, we are in the planning stages for implementing a notation system to indicate the shading energy efficiency rate of our products, thus helping consumers make informed choices.

Safety is a paramount concern for us. To address this, we conduct campaigns promoting safety awareness, as well we have developed and distributed blind line stabilizers. Furthermore, we oversee a blind cord certification project to ensure compliance with safety standards.

We actively participate in domestic and international exhibitions to showcase the capabilities of Korean manufacturers on a global platform. Additionally, we organize awning technology seminars to facilitate knowledge exchange and skill enhancement within the industry.

Moreover, we collaborate with government agencies to inventory government and solar energy product ratings, contributing to the promotion of sustainable practices. We also administer periodic projects for underprivileged groups in cooperation with the Seoul Metropolitan Government.

Furthermore, in partnership with other associations, we lead social security projects aimed at supporting small and medium-sized enterprises and endeavor to increase the profitability of our member companies.

DK: What initiatives or strategies is KSSIA implementing to promote collaboration and innovation among manufacturers of sun shading systems in Korea, and how do you see these efforts contributing to the industry's growth and competitiveness both domestically and internationally?

SK: To promote collaboration and innovation among manufacturers of sun shading systems in Korea, KSSIA has implemented several strategic initiatives. One of our key strategies involves the establishment of nine cooperatives in each region across the country, with ongoing efforts to revitalize these cooperatives. Through these cooperatives, we facilitate various activities such as product development, public purchasing, group exhibitions, and participation in national public facility bidding processes.

These efforts are instrumental in fostering a culture of collaboration and knowledge-sharing among manufacturers within the industry. By pooling resources and expertise, manufacturers can collectively drive innovation and improve the quality of products and services offered. This collaborative approach not only enhances the industry's growth and competitiveness domestically but also strengthens its position on the international stage.

Through initiatives like regional cooperatives and collaborative projects, KSSIA aims to consolidate the strengths of Korean manufacturers, enabling them to better respond to market demands and technological advancements. Ultimately, these efforts contribute to the overall growth and success of the sun shading industry in Korea, while also enhancing its reputation and competitiveness in global markets.

DK: What key advantages does the Korean supply market offer to international buyers seeking sun shading systems compared to other Asian suppliers?

SK: First of all an expertise in specifying solutions for large-scale buildings: Korean manufacturers excel in proposing specifications tailored to the unique requirements of large-scale buildings. They have a proven track record of applying high-quality technical shading products to public facilities and landmarks both within Korea and abroad, ensuring optimal performance and aesthetics.

Access to cutting-edge products and market proposition power: Korean suppliers are at the forefront of innovation, providing international buyers with access to new and advanced products. They possess strong market proposition power, offering innovative solutions that meet evolving customer needs and preferences.

Utilization of test markets for rapid consumer acceptance: Korean manufacturers leverage test markets effectively to gauge consumer acceptance swiftly. This allows them to iterate and refine products efficiently based on real-time feedback, ensuring products resonate with target markets upon launch.

Ability to launch upgraded application products: Korean suppliers have the capability to develop and launch application products that are more advanced and sophisticated compared to general offerings. They continuously innovate to stay ahead of the curve, delivering solutions that provide enhanced functionality and performance.

Excellent product application ability for market expansion: Korean manufacturers demonstrate exceptional proficiency in applying their products across diverse markets. Their products are versatile and adaptable, making them well-suited for expansion into new geographical regions and market segments.

Overall, the Korean supply market stands out for its commitment to innovation, quality, and customer satisfaction, offering international buyers a compelling value proposition in the sun shading systems industry.

DK: What characteristics or features typically define products labelled "Made in Korea" within the sun shading industry, and how do they resonate with customers worldwide?

SK: Products labeled "Made in Korea" within the sun shading industry are known for their adherence to rigorous national standards, ensuring high levels of safety, quality, and performance. Efforts are currently underway to establish a comprehensive technology standard agenda encompassing various sectors, including product safety and energy efficiency. This commitment to standardization instills confidence in customers worldwide regarding the reliability and durability of Korean-made products.

Moreover, Korean manufacturers prioritize innovation and technological advancements in their sun shading systems. These products often incorporate smart functionalities and energy-saving features, reflecting the industry's dedication to sustainability and efficiency. Customers value these advanced capabilities, which enhance convenience and contribute to environmental conservation efforts.

In recent years, there has been a concerted effort to enhance the brand value of Korean products, spurred by initiatives to promote the national identity and the Korean Wave (Hallyu). This has positively impacted the perception of Korean awning products, particularly in Asia. The association with Korea's renowned reputation for quality and innovation has led to increased recognition and demand for Korean-made sun shading products worldwide.

In essence, products labeled "Made in Korea" within the sun shading industry are synonymous with adherence to high standards, innovation, and brand value. These characteristics resonate with customers worldwide, driving preference and demand for Korean-made sun shading solutions.

DK: What strategies do Korean manufacturers employ to adapt to market trends and maintain stability in the face of price competition? How does the role of the association contribute to meeting consumer demands and promoting sun shading products?

SK: Korean manufacturers are attentive to trends, adjusting production accordingly. Once product production stabilizes, price competition saturates, ensuring stability from the consumer's perspective. However, companies may face limitations in adding value and may shift focus to new trend products. This cycle is a common occurrence in the Korean market.

To meet consumer demands for a wider product selection, the association's role includes education, consumer campaigns, and promoting sun shading products in public spaces. Standardization efforts align with these responsibilities.

DK: What role do you see the sun shading industry playing in the green transition, and how do you anticipate it evolving, particularly in terms of sustainability efforts and consumer impact?

SK: Certainly, the sun shading industry is perceived as a green sector with solid potential to make significant contributions. Currently, in commercial and public spaces, excluding consumer housing in Korea, competition based on function and initial energy efficiency is a critical factor for users. From the association's perspective, if we swiftly promote new and renewable energy products and green certification projects, we anticipate that, given Korea's characteristics, there will likely be greater awareness of change and increased adoption of such products compared to other countries.

Additionally, to gain a competitive edge by adapting indoor product functions, we identify and respond to market changes through engagement with domestic and foreign architectural experts, as well as participation in sun shading exhibitions.

DK: Thank you for sharing your valuable insights into the Korean sun shading industry and the efforts undertaken by the KSSIE association. Your contributions shed light on the industry's role in the green transition and the steps being taken to promote sustainability and innovation. Wishing you the best of luck with your work and projects at the association. Your dedication is sure to make a positive impact on the industry's future.

Interviewer: Dominika Karwala (DK) Globus Events Ltd, R+T Asia) Interviewee: Sara Kwon (SK), KSSIA